Value and Sustainability of Emerging Social Commerce Professions: An Exploratory Study

Recent advances in social commerce and mobile technology have led to the emergence of new professions such as vlogging, blogging virtual pop-up store owning. Starting initially hobbies, services provided by these ‘new professionals’ become ubiquitous are being used customers from many different countries backgrounds. This paper reports on a study that first explored views opinions professionals several fields (using qualitative approach), then their potential (a quantitative informed UTAUT2—the extended Unified Theory Acceptance Use Technology). The results indicated both create co-create value with customers, peers, some existing, traditionally established professions. also intended audience/customers professional businesses had positive perception long-term commercial sustainability. Customers’ intention use future were predicted mostly behavioral characteristics hedonic motivation habit. research contributes empirically investigating creation co-creation processes context is yet attract academic interest. It proposes framework draws interactions main players.